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Keywords: WOM marketing
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Journal Articles
How WOM marketing contributes to new product adoption: Testing competitive communication strategies
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (7): 1089–1114.
Published: 19 July 2013
... studies have shown advertising to be the tool that works best during the first stage of introduction. However, the expansion of new media has facilitated the development and management of WOM campaigns. Recent research has called this strategy WOM marketing (WOMM). The aim of this paper is to determine...
